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Maxol provides boost to indigenous food & drink businesses

Posted on: 29 Apr 2024

Having received over 100 applications in 2023 from food and drinks businesses all looking for support, mentorship and an opportunity to secure prime retail shelf space, Maxol today launched year two of its Homegrown at Maxol programme.  According to Maxol Group CEO, Brian Donaldson, the inaugural programme highlighted the genuine need within the food and drinks sector for a support programme of this nature. “The response from Ireland’s SMEs and the number of entries received last year were instrumental in our decision to relaunch Homegrown at Maxol for 2024.” said Brian Donaldson.


What’s in store? 

Providing direct and practical support to local food and drink businesses, a panel of industry experts will select four winners, each of whom will have the opportunity for their products to be distributed across the network of Maxol stores in Ireland.* All four winners will also receive marketing support to help elevate their brand, together with invaluable business mentorship.

Following in the footsteps of Galway drinks company, All About Kombucha, who were crowned the inaugural Homegrown at Maxol Champion last year, one of this year’s winners will be chosen by Maxol’s retailers as the overall Homegrown at Maxol Champion for 2024. Entry to the programme is open until 9 June 2024 via a simple online application HERE


Supporting local

“Our aim is to empower small and medium sized businesses, offering them a platform to flourish and thrive,” said Brian Donaldson. “By securing prime shelf space in our company-owned stores across the Republic of Ireland, supported by innovative marketing materials, strategic advertising, and invaluable mentoring from our experienced retailers, we hope we can again help four fantastic indigenous businesses to scale up, reach new audiences right across the country and pave the way for their long-term growth.

“While 70+ stores may seem like a significant leap for some businesses, we recognise that smaller steps can also lead to success. Therefore, we are also extending the opportunity for winners to shine regionally. As long as the product is made in Ireland, we want to see it. Our doors are wide open, and we encourage any food or drinks business not yet on our shelves to seize this chance and apply today.” said Brian Donaldson. 


Championing Homegrown

At Maxol, the commitment to supporting local businesses is deeply ingrained in the fourth-generation family-owned Irish company. The company’s long-standing strategy aims to uplift enterprises that might otherwise lack the resources to gain visibility.


It’s also part of Maxol’s commitment to Champion Green, a national movement dedicated to supporting local businesses, coordinated by Evelyn Moynihan of Kilkenny Design, who said: “Homegrown at Maxol remains true to our mission of championing local sustainable businesses. It’s particularly exciting in that it will open new doors to businesses, facilitating the start of something great for four SMEs in the food and beverage sector. As we strive to boost the local economy, industry leaders like Maxol play a crucial role in supporting small businesses.”


Evelyn Moynihan will join Brian Donaldson along with a panel of Maxol retailers and its wholesale partner BWG on the expert judging panel.

The programme invites entries from those operating in a wide range of areas including ambient, confectionery, deli, hot, fresh, soft drinks, juices and smoothies, teas, health and fitness, milk and dairy based drinks and alcohol.


A family-owned Irish business for 104 years, Maxol has expanded from fuel and services to become a convenience retailer, offering fresh coffee, deli, bakery, as well as household products for a top up shop and fresh food and meal solutions for any time of day. For more information https://www.maxol.ie/homegrown.